The Consumption Behaviour of Protein Supplements Without Halal Logo Among Bruneians

Abstract

The primary objective of this study is to investigate the factors affecting the Bruneians’ decision in choosing their protein supplements especially the protein powder which has no Ḥalāl logo, to explore the level of awareness of dubious ingredients used in the protein powder and to investigate the effective media to educate the consumer. The quantitative data was collected from a purposive sample of 56 respondents of protein powder consumers in Brunei using a self-administered online questionnaire. Due to certain limitation, data was eventually collected using snowball method. Statistical Package for Social Science (SPSS) version 26 was used as a measurement method to analyze the data collected in this study. The findings of this research showed that in the absence of Halal logo, the respondents would ensure that their supplement is alcohol free and free from any known dubious and non-permissible ingredients. However, it is also revealed that the awareness among Bruneian consumers is somewhat aware of the knowledge of the dubious and the non-permissible ingredients which proven that the consumers still need the awareness programme to equip themselves with the information. Therefore, further findings of this research found that the effective medium to reach out to these consumers is through videos on Instagram and YouTube. Lastly, to maximize optimal exposure, it is recommended that awareness programme to be made in collaboration with the physical competitions’ organizers.